Increasing ad agency business might be best accomplished by casting your net wider, rather than looking for more work from the same areas and companies. Adding a proactive client-attraction campaign, rather than waiting for business calls, will also help you expand your base and improve your bottom line. Don’t forget to practice what you preach by creating a thoughtful campaign for your business.

Go Horizontal

Any business that needs advertising probably spends money on marketing, public relations, promotions and online communications. If you specialize in advertising only, add complementary services, such as strategic marketing planning, social media campaign development, public relations, sales promotion and event management. If you specialize in print or broadcasting advertising, expand into direct mail and in-store promotions. If you don’t have the expertise, hire specialists to work with you or develop relationships with contractors you manage.

Create Free Campaigns

Look for businesses that have poor or no marketing and create sample campaigns, ads, brochures or website pages for them to demonstrate how you can help them. Do this during slow periods when your staff is underutilized. Call a company after you’ve developed a basic marketing plan and samples of materials and ask them if they’re interested in seeing a no-cost, no-obligation pitch. Offer free advertising seminars to local businesses to showcase what you can offer and generate new revenue.

Go Viral

If you aren’t on top of online advertising, learn how it works, recommends international advertising consultant Michael Gass. More and more businesses are spending advertising dollars online, and you’ll increase your chances for steady revenue if you understand how to create banner ads, link programs, pay-per-click programs and social media campaigns. Learn how marketing tools such as Google+, Facebook, Twitter, Pinterest and Groupon work, and include online marketing as a core business offering.

Micro Brand

Consider creating specialties within your agency to help attract specific marketplace segments. For example, create a women’s marketing department that targets businesses with large female customer bases. Help these businesses create demographic profiles of their customers, teach them how color, layout, design and specific messaging affects women differently than men and how you incorporate that into your advertising campaign. If you do business in an area with many auto companies, set up an automotive department that targets dealerships, parts suppliers, service businesses and leasing and rental companies.

Advertise

Do what you do best for others for yourself. Create a marketing strategy that includes a pre-planned annual advertising campaign. Trade services for free display space, broadcast time, promotional opportunities and sponsorships. For example, offer free copy-writing and graphic design services to a large charity event that attracts corporate and executive attendees in exchange for a sponsorship. Offer to redo the websites of local nonprofits in exchange for promotion on the site and/or a year-round sponsorship.

About the Author

Sam Ashe-Edmunds has been writing and lecturing for decades. He has worked in the corporate and nonprofit arenas as a C-Suite executive, serving on several nonprofit boards. He is an internationally traveled sport science writer and lecturer. He has been published in print publications such as Entrepreneur, Tennis, SI for Kids, Chicago Tribune, Sacramento Bee, and on websites such Smart-Healthy-Living.net, SmartyCents and Youthletic. Edmunds has a bachelor's degree in journalism.